3 Table of ContentsCONTENTSIntroduction 5The Like Currency 7Your Facebook Strategy 8Creating Your Facebook Page 11Naming Your Page 12Adding an Image 15Adding Information 19Adding Content to Your Wall 22Adding Photos to Your Page 23Customizing Your Page Tabs 30Promoting Your Page 33Suggest to Friends 34Promote this Page on Your Website 35Adding a Like Button to your Site 41Adding an Activity Feed to Your Site 45Adding a Recommendations Feed to Your Site 48Adding a Login Button to Your Site 49Adding Facepile to Your Site 49Add a Live Stream to your site 50Adding Comments to Your Site 51Promoting your Facebook Page on Social Media 52
4 Table of ContentsPublishing Unique Content on Facebook 58The Basics: Importing RSS 59Updating from Twitter 62Unique Facebook Content 64Driving Traffic 68Encouraging Actions 72Deepen Relationships 76General Tips for Content 83Getting a Vanity URL 84Turning Visitors Into Fans 88Fan-only Content 97Setting Up Custom Tabs 102Facebook Metrics 105Users Detailed View 109Interactions Detailed View 114Using Insights 116Facebook Advertising 119Creating Your First Ad 119Targeting Your Ad 124Sponsored Stories 133Conclusion 136About The Author 138
5 IntroductionINTRODUCTIONHundreds of thousands of words have been written aboutTwitter’s power as a marketing tool for brands, businesses andwebsites, but now there’s a new player on the scene: Facebook.Since its launch in 2004, the social networking site has primarilybeen viewed as a platform for personal expression, and a placeto connect with friends. However, Facebook has put significanteffort into creating a platform that individuals, businesses andorganizations can use to promote themselves. These are FacebookPages.By gaining an understanding of how to use Facebook Pagesnow, you’ll reap the benefits of being an early adopter. Whilemany of your competitors probably don’t even have a FacebookPage, websites like Psdtuts+ (part of the Tuts+ Network I manage)are finding Facebook is now its highest referrer of social mediatraffic, even though it has a Twitter account with more than 40,000followers!Facebook is being used more and more as the primary front forlarge-scale social media campaigns and promotions. But why is itso effective? • There are over 600 million Facebook accounts. On any given day, 50% of Facebook’s active users check their Facebook accounts1. While Twitter usage is generally restricted to people who are social media savvy, Facebook is used by just about everyone.1 http://www.facebook.com/press/info.php?statistics
6 Introduction • Facebook is an intimate platform. When your Page updates show up in the News Feeds of your fans, they are appearing alongside the status updates of some of their closest friends. This is a very powerful and intimate place for your content to appear, bringing your brand into your fans’ personal lives. • Facebook commands more attention. When people are using Facebook, they are strongly focused on it. Unlike Twitter, which most people keep running in the background while they work on a handful of other tasks. • Threaded comments encourage better quality discussion. On Twitter, discussion generally only occurs between Twitter users and their followers. On Facebook, it’s easy for fans to participate in discussion with both Page admins and each other, making it much easier to develop a sense of community among fans of your brand. • A Facebook Like is more public than a Twitter follow. When a Facebook user Likes a Page it’s added to their profile for all to see. It becomes a part of their Facebook identity, and because of this, a Like is a powerful gesture. A follow on Twitter, by comparison, is much more hidden. • Pages are flexible. Twitter is restricted to a 140-character text update, but Facebook allows you to post photos, videos, links, events and more. • There are a wide range of promotional tools available. Tools such as the Like Box and Like Button make it very easy to get a steady flow of new Likes and Facebook interaction happening on your Page.With all these advantages, it’s stunning that there are still so manybrands, businesses and websites that don’t have a clue abouthow to use Facebook for marketing. By owning this book you’realready ahead of the curve. When others in your industry finally getaround to creating a Facebook Page, you’ll already be enjoying the
7 Introductionbenefits of having a fan-count in the hundreds, or even thousands.To capitalize on this advantage, we’re going to get started buildingyour Page right from the first line of Chapter One.As Tuts+ Manager at Envato, I manage Facebook accounts withover 87,000 fans. I believe a big part of the reason we have such astrong Facebook presence is that we were relatively early adopters.Though it’s important to create the best Facebook Page that youcan, it’s more important to just get started!The Like CurrencyTwitter’s currency is made up of follows and retweets. On Reddit,it’s upvotes. For Facebook Pages, it’s Likes. Users can Like yourPage, your updates, or content you’ve published. Each of thesetranslates to different benefits for you.When a user Likes your Page, this means: • A link to your Page will appear on the user’s Info tab. • A notification that they’ve Liked your Page will appear on their profile (temporarily) under Recent Activity. • Your posts will now appear in their News Feed.When a user Likes an update on your Page, this means: • Other users can see that they have Liked the item. If enough people Like the update, their name will be replaced by a total count of Likes. This doesn’t share the update in any way and is primarily a source of social proof.
8 IntroductionWhen a user Likes your content on another website (outside ofFacebook): • It will increase the number of people who are shown as Liking the content, which adds social proof. • An update is posted to their Facebook profile saying that they Liked the content. The update links to the content they Liked. • An update is posted to their friends’ News Feeds saying that they Liked the content, and linking to it.The most important of these actions is Liking your Page. Once auser Likes your Page, they’ll be subscribed to your updates forever,unless they Unlike your Page or close their account. This is apowerful way to keep the user engaged with your brand over thelong-term.The second most valuable form of a Like is a Like on your content.This shares the content with the user’s Facebook network and candrive new visitors to your website, blog or store.The least valuable form of a Like is a Like on an update you’veposted to your Page. This is useful for social proof, but little else.It’s still a good thing to have, but there’s no need to worry aboutthis too much. Post good content and the Likes will follow.Your Facebook StrategyIt’s tempting to view your aim with Facebook very simply: to getas many Likes of your Page as possible! While having more fanscertainly doesn’t hurt, the level of engagement of those fans iswhat truly matters. There are Pages with tens of thousands offans, but these people never visit the Page, never comment andnever visit any of the links shared on the Page. There are other
9 IntroductionPages with only a few hundred or a few thousand fans, which haveextremely active and engaged communities. The ideal is to havea large and engaged community, but if you’re forced to choosebetween lots of fans and active fans, choose active fans every time.Likes are important because they enable you to get a return oninvestment from the work you’ve put into Facebook, but gettingfans should never be your only goal. Instead, fans are useful in thatthey enable you to reach other goals, like increasing traffic to yourwebsite, making more sales, raising brand awareness, or gettingmore clients.Before we start building your Facebook Page, take the time todecide what your real end goals with Facebook are. What madeyou decide to invest in this book? Was it the thought of opening upanother avenue to get clients? Getting more traffic to your blog?More opt-ins to your newsletter? There are a thousand possiblereasons, but some of them are likely to outline exactly what excitesyou about learning Facebook marketing. Rather than focusingon fans, it’s these goals you should have in mind with everythingyou do on Facebook. As long as you make your Facebook Pageeasy to find and post good updates, your Page will add fans onautopilot.Facebook is an exciting, ever-changing platform. Every day, newPages are created, and more people discover how useful Pagesare for keeping up with their favorite things. The Pages platform isgrowing at a rapid rate, but the knowledge in this book will put youahead of the curve. This is information that companies pay socialmedia marketing consultants thousands of dollars to share. By theend of this book, you’ll have the knowledge required to create aFacebook Page that’s as good as those run by some of the world’sbiggest companies.I hope you enjoy learning about Facebook marketing!
11 Creating Your Facebook PageCREATING YOURFACEBOOK PAGETo begin, go to the URL http://www.facebook.com/pages/create.php. You’ll be met with a grid of six colorful icons for different Pagetypes. Click the one most appropriate to the kind of Page you wantto make. • Choose Local business or Place if you’re setting up a Facebook page for a brick and mortar business or non- commercial location. An example of a ‘Local business’ Page is Zachary’s Chicago Pizza. • Choose Brand or Product if you’re creating a Page for a product brand (like Adidas), online-based business (like The Book Depository), a freelance business or firm (like Make Design, Not War) or a website (like Psdtuts+). • Choose Company, Organization or Institution if you are creating a Page on behalf of a company (like Intel) or an organization (like Amnesty International). • Choose Artist, Band, or Public Figure if you are an author, artist, musician, performer or other figure marketing your own personal brand. • Choose Entertainment if you are creating a Page for a particular source of entertainment, like a movie, TV show, book, song or sports team. • Choose Cause or Community if you are creating a Page for a political cause (like Animal Rights Now), a group, or a community (like Real Madrid Fans).
12 Creating Your Facebook PageFig. 1: Create your PageNaming Your PageIn my case, I’m creating a Page for my blog, Skelliewag.org. I’llclick ‘Brand or Product’. From the drop-down list that appears, I’llselect ‘Website’ and carefully type the intended name of my Page.Fig. 2: Spot the typo? Make sure your Page’s name is correctly spelled oryou’ll be stuck with the mistake!
13 Creating Your Facebook PageNext, you need to enter a name for your Facebook page. Onceagain, be very careful with this step, as names can’t be editedafter you have 100 fans. In general, the simplest, shortest, mostaccurate name is best. Long or descriptive names don’t work well,as shown in the comparison below.Long and descriptiveFig. 3: Long and descriptiveShort and accurateFig. 4: Short and accurateLastly, you’ll need to tick a checkbox to verify that you agree to theTerms for Facebook Pages.
14 Creating Your Facebook Page Once you’ve made sure there are no mistakes in the title and that you’ve chosen the most relevant category, proceed by clicking‘Get Started.’Congratulations, your Facebook Page is live! Right now, it looksfrighteningly bare, but that will change soon.Fig. 5: It’s alive!For now, resist the urge to immediately Like your Page. Doing sowill cause it to show up in your News Feed and make it accessibleto all your friends. Before your Page makes its public debut let’stake the time to jazz it up a little.
15 Creating Your Facebook PageAdding an ImageLet’s start by adding a profile image. This will replace the questionmark in a grey box on your Page. Note that images with a widthlarger than 198 pixels will scale down to 198 pixels wide.Fig. 6: Upload an imageFig. 7: Choose a fileFig. 8: Check the results
16 Creating Your Facebook PageHere are some suggestions for choosing an appropriate image foryour profile: • For a business, use your logo, or an image prominently featuring your logo. • For a freelancer, use your business’s logo, or a picture of yourself. • For an organization, use your logo, or an image prominently featuring your logo. • For a product, use a good picture of the product. • For a website, use the website’s logo, or a screenshot of the website. • For a personal Official Page, use a picture of yourself.As mentioned earlier, it’s best to create an image 183 pixels wideor less so that you can keep image quality high. When Facebooksizes down an image, the result can be blurry. You want yourimage to be crisp and high quality.Keep in mind that you can get creative with your profile image. Youcan add text, messages, a tag-line, use it to promote current offers,causes and new products, or briefly describe what the Page willoffer.For inspiration, here are a number of different approaches toprofile pictures for Pages:Profile pictures: 1. The Gnomon Workshop 7. Whole Foods 2. Zippys Restaurants 8. Curli 3. Nettuts+ 9. P.E.T.A 4. reddit 10. Sennheiser 5. Howls! 11. Amnesty International 6. Texas A&M University 12. Cheetos
19 Creating Your Facebook PageAdding InformationLet’s add some more detail to your Page by filling out the ‘Info’ tab.Note that depending on which of the six options you chose whenfirst creating your page, the fields you see in the ‘Info’ tab maydiffer from these examples.Because I’m creating a Page in the Brand or Product category,let’s run through the options for that category.Brand or Product Info TabFig. 9: Edit infoFig. 10: Basic info
20 Creating Your Facebook PageWhen you click ‘Edit Information’ you’ll be met with a drop-downto change your Page category, as well as a field where you wouldbe able to enter a username if you had more than 25 fans. Onceyou’ve hit this milestone you can add a username at any time.Every field is optional. You may wish to mention when yourbusiness, brand or organization was Founded. The next threefields, Address, City/Town and Zip are important for businessesand organizations with a physical address you would like people tovisit, such as a brick and mortar store.In my case, I’m going to leave these fields blank, as they seemmore appropriate for a physical business than a blog.Because of the short length of the About field, it seems like it’sintended for a tag line or motto.It’s not immediately clear how Company Overview, Mission andDescription differ from each other. Remember that any fields youleave blank will not be shown, so you can choose to only fill-outfields that are appropriate for your Page. I suggest choosing justone of these options to avoid repetition.A trophy case made of text, you can list any awards you’ve won inthe Awards field.You can use the Products field to list your product line, or if youoffer services, to list your services.Enter an Email and Phone if you want people to be able to contactyou via your Facebook Page. This will be visible to both fans andnon-fans. Note that neither of these fields are required, and youcan provide just your email address, just your phone number, orneither. If you would prefer to be contacted in another way, suchas Twitter, it’s possible to add a URL or plain text to either of thesefields. Because I’d prefer people contacted me via Twitter ratherthan a phone, I’ll be a bit tricky and use that instead.
21 Creating Your Facebook PageWebsite: add a website address to be linked to from your Page.URLs will be clickable, and http://www. will be automatically addedto links if you have not done so already. You can add multiple linksby adding a space between each link, or putting each link on anew line. You are limited to 10 links.Fig. 11: Finished productAre Your Fields Different?Depending on the category and sub-category you selectedwhen creating your Page, your ‘Info’ options will vary greatly. Thefollowing principles apply to the ‘Info’ tab for all categories: • Leave a field blank and it will not show. Focus on what’s important and appropriate, and resist the urge to pad the ‘Info’ tab with unnecessary information. • Some text fields can be bent to your own purpose, such as providing a Twitter URL in the Phone text field.
22 Creating Your Facebook PageAdding Content to YourWallThe first item on your Getting Started page suggests that you postyour first update. You can post a Status Update, Photo, Link or aVideo.Fig. 12: Post status updatesAdding content is done via the “Wall” tab. Your Page’s Wall is theprimary means to communicate with visitors to your Page (it isvisible to both fans and non-fans) and to provide value to them.Fig. 13: The Wall tab
23 Creating Your Facebook PageFig. 14: Sharing is caringWe’ll be exploring unique Facebook content more deeply inChapter 3: Publishing Unique Content on Facebook. For now,let’s post our first ever Status update on your new Page.Fig. 15: Hello world!Fig. 16: Your first Wall postAdding Photos to YourPageThe photo bar at the top of your Page is looking rather empty!Uploading and sharing photos is a well-loved Facebook activity, soit’s no surprise that this feature is available for Facebook Pages,too.
24 Creating Your Facebook PageFig. 17: Add a photoHit “Select Photos” and a file select window will open. Browse tothe photo/s you want to upload and hit “Open.”Watch as your photo is uploaded. While you wait, you can createan album to house your photo.Fig. 18: While you wait...You have the option to give your album a descriptive name, andprovide a location. The Location field works well for a personalphoto album (i.e. “St. Kilda Beach”), but it doesn’t make sense foran album like “Portfolio” or “Products.” Luckily, it is completelyoptional, and can be left blank.If the images you’re uploading are already optimized for the web,selecting “High Resolution” will not take significantly longer thanselecting “Standard” resolution. In cases where image quality is
25 Creating Your Facebook Pagevery important, such as when uploading examples of your graphicdesign or photography work, consider selecting High Resolution.However, if you’re uploading images pulled directly from a camera,or that you know to be more than 500k, select Standard quality tohave the image undergo Facebook’s basic image compression.When you’re ready, select “Create Album.”Fig. 19: Preparing the album If you want your album to be posted on your Page’s Wall, select“Publish Now.” If not, or if you want to add it later, select “Skip.” In my case, I’m going to hit “Publish Now.”
26 Creating Your Facebook PageFig. 20: Your first Photo AlbumA little bare, but it’s a start! Soon I’ll add photos of the rest of mybook covers to fill out the album a little. I can do that at any time byselecting “Add More Photos.”For now, let’s fill out some details for our album by selecting “EditAlbum Info.”If appropriate, add a caption to your image. If there are peoplein your photo, you can click on them to tag them. This opens acontext menu you can use to type in a name or select from yourFacebook friends (drawn from your personal “admin” account, notfrom people who have Liked your page). When you tag someone ina photo, a link to his or her Facebook profile appears beneath thephoto in your album.Fig. 21: Adding a caption
27 Creating Your Facebook PageLastly, you can select the “Edit Info” tab to add a description toyour photo album. Let’s do that now.Fig. 22: Adding a descriptionIf you view your Photos again, you’ll see your new custom albumnext to the default “Profile Pictures” album. Success!.Fig. 23: My albumsYour new album has also been posted to your Page’s Wall. YourPage is starting to look a little less empty!
28 Creating Your Facebook PageFig. 24: Posted to your ‘Wall’You can also quickly post either a single image or a new album toyour Wall via the “Share” options:Fig. 25: Posting photos and albums to your WallUsing the Photo BarEvery Facebook Page has a series of five photo thumbnails thatdisplay across the top of the Wall. Any photo you upload to yourPage will be added to your photo bar. Though you can removephotos, you can’t re-order them.By using small thumbnails that randomly shift in order, Facebookis trying to prevent companies using the photo bar as a banner ad
29 Creating Your Facebook Pageby stitching images together. Even so, many Facebook Pages areputting the photo bar to good use.Fig. 26: ShortStack photo bar gives highlights of the businessFig. 27: The Psdtuts+ photo bar shows previews of recent tutorialsFig. 28: The FreelanceSwitch photo bar shares various photos
30 Creating Your Facebook PageEven if your business is non-visual (for example, maybe you’re afreelance writer), I would still strongly suggest filling out your photobar with five good photos. To help you, here are a number of ideasfor ways to use your photo bar: • Product thumbnails. If you run a business that sells products, showcase them here. • Recent work. If you’re someone who does visual, creative work, showcase it in your photo bar. This is especially useful for freelancers, who can use it as a mini portfolio. • Articles you’ve written. If your blog posts have images (they should!) you can use these as thumbnails, and link to the full article in the photo description. • Photos of you, or your team. You can use the photo bar for up to five headshots. • Community pictures. This could be photos of your fans, or photos of fans interacting with your brand at conferences or community events. If you want to add a picture to your photo bar without publishing it on your Wall, upload it as normal. When it gives you the option to“Publish” or “Skip,” select “Skip.”Customizing Your PageTabsTo remove a tab from your Page, select “Edit Page.” then navigateto “Apps” in the sidebar. Select “Edit Settings” on the App youwould like to remove, and select “Remove” next to “Tab: Added.”
31 Creating Your Facebook PageFig. 29: Re-adding a deleted tabDeleting a tab is a reversible process. Go to “Edit Settings” for thetab you want to add again and select “Tab: Available (add).”You can also use the Apps page to add additional Apps and Tabsto your Page. • Events. The Events tab allows you to post events related to your Page. • Links. Similar to a Twitter feed, this tab provides an easy way to share links with your Page visitors. • Notes. Facebook Status Updates are limited to 420 characters, but the Notes app allows for longer, blog-post style updates. • Videos. Upload videos from your computer, record videos on the spot, and store them here.
33 Promoting Your PagePROMOTINGYOUR PAGENow you’ve fleshed out your page a little bit, it’s time to get yourfirst Like. While you weren’t looking, I added some more content tomy Wall, and my Page is looking much more finished (though really,it’s only just getting started!).Fig. 30: A basic finished Facebook PageNow that the structure of your Page is finished, let’s takeadvantage of some of Facebook’s sharing options to get someeyes on your new Page. In the right-hand admin menu on yourPage, select “Suggest to Friends.”
34 Promoting Your PageSuggest to FriendsFig. 31: Suggest to FriendsLet’s suggest the page to a friend or two. Family and close friendsare a great source of charity Likes to get your Page started!Fig. 32: Recommend your PageOnce you’ve found the friend or friends you want to send yourPage to, hit “Send Recommendation.”Though it’s possible to send your Page to all your Facebookfriends, it’s a little spammy. Stick to friends who you know willunderstand and appreciate your Page.
35 Promoting Your PagePromote this Page onYour WebsiteThis option suggests that you add a Like Box to your website tohelp promote your page. It’s no surprise Facebook recommendsthis as one of the first things you should do, since adding a LikeBox to your website will hugely increase the amount of traffic yourFacebook Page gets.Fig. 33: Promote this Page on your websiteYou may have seen a Like Box before. It looks like this:Fig. 34: The Like Box
36 Promoting Your PageThe Like Box is useful in a number of ways. It’s a great way tolet your audience, customers and clients know that you have aFacebook page by promoting it on your website. They can Likeyour Page without having to visit Facebook. If anyone in theirfriendship network also likes the page, their friends will often showup among the sample thumbnails of people who Like the page.While helping to manage the Facebook Pages for the Tuts+Network, we noticed a huge increase in Likes after adding the LikeBox to the sidebar of one of our websites, Nettuts+. The arrowpoints to the day we added the Like Box.Fig. 35: Effects of adding the ‘Like Box’ on Page activityI strongly recommend that you add a Like Box to your website.Now that I’ve created a Facebook Page, I’ll add a Like Box to thesidebar of my blog, Skelliewag.org. You can follow along and adda Like Box to your own website (or get someone more technical todo it for you!).After selecting “Add the Like Box” you’ll be whisked away to apage in Facebook’s area for Developers. Facebook have createda helpful widget you can use to build a custom Like Box for yourPage, no coding required.Start by copying and pasting your Facebook URL into the Like Boxbuilder. Right now, your URL is probably long and complicated.The good news is that once you get 25 fans you’ll be able to select
37 Promoting Your Pagea so-called Vanity URL for your Page. My Page’s URL is currentlyhttp://www.facebook.com/pages/Skelliewag/183414908349583,but by the end of this book it will be http://facebook.com/Skelliewag.Next, select a pixel width for the Like Box. If you’re adding the LikeBox to your sidebar, this pixel width should be thinner than yoursidebar. If you’re not sure how wide your sidebar is, you can find agood width through some trial and error.Next, you can choose a light or dark color scheme for the Like Box.The next three options are the most interesting. They’ll determinehow much stuff is packed into your Like Box. For the simplestpossible version, leave “Show Faces,” “Stream” and “Header”unchecked.Fig. 36: The simplest Like BoxSelect “Show Faces” to put a selection of your fans’ profile pics inyour Like Box. The Like Box can show profile thumbnails of up to15 fans if left at the default 290-pixel width.Select “Stream” to add your latest Wall posts to the Like Box.Lastly, you can enable “Header” to show a “Find us on Facebook”header. I’m going to use a Like Box with only “Faces” enabled formy own blog.
39 Promoting Your PageFig. 40: Plugin codeThe next step is to add the code to your website where you wantthe Like Box to appear. If you run a standard HTML site, open upthe HTML file for the page you want to add the Like Box to andcopy and paste the code where you want it to appear. I’m usingWordPress for my blog, so I can access my theme’s code by goingto “Appearance” > “Themes.” If you’re not 100% comfortablewith code, make sure to save a copy of your theme file before youmodify it, or find someone to help you.Fig. 41: WordPress code
40 Promoting Your PageWith a bit of tweaking the box sits nicely in my sidebar. The moretraffic you can send to your website, the more people will see yourLike Box and know that you have Facebook Page. The presence ofa Like Box will help you to add new fans automatically over time.Fig. 42: Like Box in a sidebarWhat You’ve Done So FarYou’re now running an Official Facebook Page for your business,organization, website or personal brand. You’ve fleshed it out withinformation and photos. You’ve added content. You’ve sharedyour Page with friends and contacts, and added a Like Box to yourwebsite. By now, you might have even seen a little activity on yourFacebook Page, such as comments on your posts, or Likes (butdon’t worry if you haven’t yet... you will soon!).
41 Promoting Your PageFig. 43: First blossoms of activity on my Facebook PageYou’ve built strong foundations for a popular and well-likedFacebook Page. And yet, there’s still much more you can do tobuild your Facebook fan-base and increase engagement withyour Page. In the next section of the book, I’ll be focusing on keyways to promote and enhance your Facebook presence. Thesestrategies are focused on increasing the number of fans for yourPage.Adding a Like Button toyour SiteIf you’ve ever used social media voting sites like Digg orStumbleUpon, you’ll be familiar with the concept of “voting up”content you find online. The Like Button is Facebook’s voting upmechanism. It’s a social plugin that allows Facebook users to Likespecific pieces of content. A link to the content they’ve liked will be
42 Promoting Your Pageposted to the user’s profile and to their friends’ News Feeds. Whena user Likes your content, they share it with their entire friendshipnetwork on Facebook. For this reason, the Like Button is a must-have for your website.To start the process, visit Facebook’s page for the Like Button.There you can read an explanation of how the button works, butmost importantly, you can use the supplied widget to generate acustomized Like Button for your site. Similar to the Like Box weadded earlier, this comes in both iFrame and XFBML versions. Thistime, we’re going to install the XFBML version by default. It’s easy,and means you do not have to enter anything for “URL to Like.”The code will detect the page or post the user is on, and they willautomatically Like that page. Users will also be able to leave acomment on the post to their News Feed and profile whenever theyLike your content. 1. Since we’re using XFBML, we do not need to enter a “URL to Like.” 2. Next, choose between the three layout options available. Keep in mind that the “Show Faces” feature is only available when you choose the standard layout. 3. Show Faces” will display profile pictures of friends who have Liked the same page beneath the Like Button. 4. Next, set the “Width” so that the Like Button is not wider than the content it will be displayed within. 5. Choose whether to display the verb “Like” or “Recommend.” While “Like” is the standard, “Recommend” might be more appropriate in formal contexts where “Like” would seem too colloquial. 6. Lastly, choose your preferred font and color scheme. 7. When you’re done, select “Get Code.”
43 Promoting Your PageFig. 44: Like Button widgetFig. 45: Selecting XFBML code
44 Promoting Your PageJust as we did with the Like Box, we need to paste the code intoour website where we want the Like Button to appear. In my case,it’s at the bottom of all blog posts. In a basic HTML website, simplypaste the code where you’d like it to appear. In WordPress, youcan access this by editing the code for the PHP file controllingsingle posts. To find this, look in “Appearance” > “Editor.” Unlessyou’re a code maestro, make sure to save a copy of the originalbefore making any changes.In my case, I’ll open the Single Post PHP file and look for phpthe_content, a tag which serves up the content of your blogpost. I’ll paste the Like Button code directly below this to ensurethe Like Button is the first thing that appears at the end of a post.Fig. 46: Adding the Like Button code to WordPress postsFig. 47: It worked!If you’re a developer, make sure to read through Facebook’s LikeButton documentation to discover more advanced functionality. When a user Likes your content, a link to the item is posted under“Recent Activity” on their profile. The anchor text will be taken from the title attribute of the page being shared. Now, anyone who visits the user’s Profile will see a link to your content.
45 Promoting Your PageFig. 48: Likes are posted to “Recent Activity”After you’ve added the code to your site, no more work is requiredto maintain the Like Button. You’ve just installed a fully passivepromotional channel for your content on Facebook!Adding an Activity Feedto Your SiteThe Like Box showcases users whoLike your site. The Activity Feedshows visitors to your site how peopleare interacting with it on Facebook,including when they Like your contentor share it on their profile. Unlike theLike Box, it doesn’t allow for usersto Like your Page directly from yourwebsite. If it’s a choice between theLike Box or the Activity Feed, I’d gowith the Like Box. If you have thespace for both, however, considerwhat the Activity Feed may be able tooffer your site.Let’s take a look at how to install theActivity Feed. Fig. 49: Activity Feed widget
46 Promoting Your PageNavigate to Facebook’s Activity Feed page. Once again, there’s ahelpful widget available to help you craft your Feed.Because we’ll use the XFBML version of the code, we don’t needto specify a domain. Set the width smaller than the area you wantto display the Activity Feed within. The rest of the choices arecosmetic, though you can select whether or not you want to showrecommendations in the feed.When you’re happy with your settings, hit “Get Code.”Fig. 50: Getting the XFBML codeSelect the XFBML code from the pop-up screen and hit “OK.”I’m going to test the Activity Feed in my blog’s sidebar, below myLike Box, so I’ll navigate to “Appearance” > “Editor” in WordPressand add the code there. Here’s how it looks:
47 Promoting Your PageFig. 51: The Recent Activity feedLooking good! I can see one issue, though. Instead of pulling thecorrect thumbnail for my last two posts, it’s pulling a Twitter iconI have in my sidebar. If I decided to keep the Activity Feed in mysidebar, I would need to remove the incorrect image, or specifythe image I wanted to use as the post thumbnail in my blog’s code.Here’s a possible solution.
48 Promoting Your PageAdding aRecommendations Feedto Your SiteThe Recommendations Feed is very similar to the Activity Feed,but it’s focused on recommending your content to users based onwhat they’ve Liked in the past, and what their friends have Liked. Ifyou want the feed to serve up what Facebook believes to be yoursite’s most relevant content, rather than its most popular, use theRecommendations Feed rather than the Activity Feed.Fig. 52: The Recommendations Feed
49 Promoting Your PageAdding a Login Buttonto Your SiteA clever way to integrate Facebook into your web app ormembership based site, the Login Button shows users which oftheir Facebook friends have already signed up for your site.As always, Facebook has provided a helpful widget to generate theButton code. You can choose whether to show faces, specify thewidth of the Button and faces area, and select how many rows offaces you’d like to display.Fig. 53: The Login ButtonAdding Facepile to YourSiteThe Facepile widget shows the faces of friends who have Likedyour page or have signed up to the site. If none of your friendshave interacted with your content, it will show the total number ofLikes without any accompanying faces.
50 Promoting Your PageSince the Like Button also shows faces of friends who have Likedthe same page as you, this seems mostly useful for membershipsites.To add Facepile to your site, visit Facebook’s Facepile page.Fig. 54: FacepileAdd a Live Stream toyour siteThe Live Stream widget lets people comment about an eventon Facebook as it happens. This works best for things like livestreaming video, product launches and live chats. It gives visitorsa place to discuss what is happening, while also posting theirresponses on Facebook and further promoting the event.To add a Live Stream to your site you’ll need to first get an AppID. Your account will also need to be verified by adding a mobilephone or credit card.Once you have an App ID, head back to Facebook’s Live Streamwidget. You can customize variables like height and width, andselect whether comments in the Live Feed are posted to the user’sprofile.
52 Promoting Your PageA number of companies have started to use the Commentssocial plugin on product pages. Users can give feedback andtestimonials for a product, then have those recommendationsshared with friends in their stream. Additionally, a number of highprofile blogs have been trialing the use of Facebook comments ontheir blog posts.Fig. 56: CommentsPromoting yourFacebook Page onSocial MediaSince you’re interested in marketing with Facebook, you mayalready be using other social media outlets for promotion, suchas a Twitter account. These social media outlets are an excellentplace to promote your Facebook Page, because the people whofollow your brand on these services have already shown thatthey’re willing to engage with you on social media. Your Twitter
53 Promoting Your Pagefollowers or LinkedIn connections are perfect candidates tobecome Facebook fans.Fig. 57: Linking to Facebook from social media profilesOne of the simplest ways you can promote your Facebook Page onyour other social media accounts is to add a link to your FacebookPage in your profile. In this screenshot, you can see that I’veadded a link to my blog’s Facebook Page to my Twitter bio. Mostother social media services will allow you to add several links toelsewhere on the web, so make sure to add links to your FacebookPage to as many of these as possible.On social media platforms where you generate unique content, likeTwitter, there are many ways to encourage followers to also Likeyour Page on Facebook. The simplest is to let your followers knowthat you have a Facebook Page! Here’s an example tweet:If you use Facebook, you can also follow us there: http://facebook.com/yourusername
54 Promoting Your PageAnother option is to encourage your followers to engage withcontent you have posted on your Facebook Page, for example, aquestion you have asked your audience.Fig. 58: Asking followers to answer on FacebookOften, you’ll need to share a photo or screenshot on social media.These can be hosted on Facebook, so why not link to the image onFacebook, rather than using a service like TwitPic?Fig. 59: Share photos on Facebook rather than a third party serviceIf you’d like to promote Facebook to your Twitter fans more heavilythan the occasional update, you can link your Facebook account toyour Twitter account by visiting Facebook.com/twitter. Click “Linka Page to Twitter,” and on the next screen, select the FacebookPage you want to link. Note that you will be able to choose whichkinds of updates you do or don’t want to post to Twitter.
55 Promoting Your Page Next, you’ll receive a Twitter notification that Facebook wishes to access your Twitter account in order to post the updates. Select“Allow” if you are happy with this.Fig. 60: Giving Facebook access to TwitterNow that you’ve linked your Facebook Page to Twitter, you canchoose which updates to auto-post across, and which to post onFacebook only. You can toggle Twitter sharing on or off for thefollowing update types: Status Updates, Photos, Video, Links,Notes and Events.Fig. 61: Choosing which updates to post to TwitterNow that Twitter is integrated with Facebook, let’s test it out byposting an update.
56 Promoting Your PageFig. 62: The Facebook updateFig. 63: The Twitter updateAfter publishing this Facebook update, my Twitter accountimmediately tweeted the same update, though it’s worth notingthat only my comment on the link was posted on Twitter. The titleof the link wasn’t included in the tweet. Because of this, you mightconsider adding the title of the link to the comment field whenyou’re posting to Facebook, so it’s retained when the link is alsoposted to Twitter.Unfortunately, there is no way to stop a specific update frombeing shared. You might have wanted to do this when posting anupdate that doesn’t make sense outside the context of Facebook(for example, a status update thanking your Facebook fans fortheir support). To temporarily disable sharing you’ll need to visitFacebook.com/twitter again and disable ‘Status Update’ from thelist of content types to be shared. Then, you’ll need to re-enable itonce you’ve made the update you don’t want to share on Twitter.
58 Publishing Unique Content on FacebookPUBLISHINGUNIQUECONTENT ONFACEBOOKWe’ve explored a number of ways to promote your Page fromoutside Facebook, but what about the promotion that happens onyour Facebook Page itself? Everything you post on your Facebook Page can be Liked, Commented on and Shared. Though Likes are very valuable when it comes to your Page, they are much less valuable for individual Wall posts. Liking an individual post does not post it to your“Recent Activity,” or into your friend’s News Feeds. Sharing and Commenting are much more valuable. If you comment on a post, it will appear in your profile page’s “Activity Feed.” If you Share a post, it will appear on your personal profile’s Wall as well as being posted to your friends’ News Feeds. When it comes to promoting your Page within Facebook, Sharing and Commenting is extremely valuable.Fig. 64: Like, Comment, Share
59 Publishing Unique Content on FacebookThough Sharing and Commenting helps you promote your Pagewithin Facebook and is a great reason to post unique contentto your Wall, it’s not the only reason. By providing value to yourFans and interacting with them through Facebook, you help todeepen their relationship with your brand or product. By postingunique content, being active in discussions, or letting your Fanspost content and questions to your Wall, you can create a thrivingcommunity on your Facebook Page.Fig. 65: Interacting with fans leaves a good impressionNone of this can happen without content on your Page which canbe Liked, Shared and discussed in comments. In this section, I’llexplore the myriad options for unique Facebook content availableto you.The Basics:Importing RSSIf your website, product or brand has an associated RSS feed fornew content, this gives you a means to automatically update yourWall with new content.
60 Publishing Unique Content on FacebookSelect “Edit Page,” then select “Apps.” From that page, select “Goto App” under the Notes App. If you previously disabled the Notesapp, you’ll need to reactivate it through the “Edit Settings” window.Fig. 66: The Notes appFrom the Notes page, select “Edit import settings” from the bottomleft of the sidebar.Fig. 67: Edit import settingsNext, enter your RSS feed into the text field. If you’re not sure ofyour RSS URL, you can enter a direct link to your website. Tickthe checkbox to verify the content is your own, then hit “StartImporting.”Fig. 68: Start importing
61 Publishing Unique Content on FacebookYou’ll be treated to a preview of what your feed will look like. Ifyou’re happy, hit “Confirm.”Fig. 69: A preview of your feed Courtesy of the Notes app, your RSS feed is now neatly displayed in individual posts. If you want to make this a tab that visitors can access at any time, you can do so via “Edit Page” > “Apps” >“Notes” (Edit Settings) and selecting “Add” next to the Tabs option. Otherwise, posts will be added to your Wall but the Notes page will not be accessible to visitors.Navigate back to your Page’s Wall and you’ll see the most recentposts from your RSS feed have been automatically posted there. Ifthis amounts to too many posts you can manually delete some ofthem by mousing over the update and selecting X (delete).
62 Publishing Unique Content on FacebookWhenever your RSS feed is updated, your Wall will update with alink to the new post that people can Like, Share or Comment on.This is an excellent way to ensure your Wall is always fresh andactive, even on days when you don’t have the time to update it withunique content.Fig. 70: Wall posts from an RSS feedUpdating from TwitterIf you use Twitter, it’s easy to cross-posts your tweets as statusupdates to your Page. While you could set up an RSS feed ofall your tweets, some of your tweets might not make sense onFacebook, and you may not want to flood your Wall with too manytweets. One solution is the Selective Tweets app for Facebook. Itenables you to choose tweets to add to your Facebook Page byadding the hashtag #fb to the tweet.
63 Publishing Unique Content on FacebookGo to the Selective Tweets profile and you’ll be met with a Page forthe app. In the sidebar, select “Add to my Page” and choose thePage you’d like to add. Head back to your Page and select “Edit Page” > “Apps.” Select“Go to App” under Selective Tweets. From there, enter your Twitter username and select “Grant permission.”Fig. 71: Installing Selective TweetsYou’ll receive a pop-up notification telling you that Selective Tweetsneeds to access your basic information, as well as access to postto your wall. If you’re happy with these terms, hit “Allow.” Makesure “Has permission?” has changed to “Yes,” then hit “SaveChanges.”To test the app, publish a tweet with “#fb” added to the end. IfSelective Tweets is working, the tweet will be cross-posted to yourPage’s wall with the #fb hashtag removed. Rather than postingduplicate content between your Twitter account and Facebook,you can now update both at the same time. Coupled with the RSSfeed you’ve added to your Facebook Page, it’s clear that keepingyour Wall updated won’t be too difficult!Fig. 72: A tweet posted to your Wall
64 Publishing Unique Content on FacebookUnique FacebookContentThough you’ve learned some quick and easy routes for keepingyour Wall updated, there’s much more you can do with Facebookcontent. It requires more effort, but the rewards are worth it. Byposting updates unique to Facebook you’ll help your fans to feellike they’re part of an exclusive group, bringing them closer to yourbrand, product or website.In the “Creating Your Facebook Page” section of this book wewalked through the different types of content you can post toFacebook: status updates, photos, links and videos. When youpost one of these content types, your Page’s visitors can interactwith it in one of three ways. • Leave a comment. When a visitor to your Facebook Page leaves a comment on something you’ve posted, it’s also posted on their Wall, sharing your content with their friends. • Share this update. Used to repost your content to the user’s Wall, this is the best way to get exposure for your content within Facebook. • Like this update. Though having a high number of likes on an update helps with social proof, Liking an update does not share it in any way. For this reason, comments and shares are more valuable than Likes on individual updates. Somewhat confusingly, the same term (“Like”) is used for how visitors become a Fan of your Page. And, when a user Likes a page on your website, it will be shared on their wall. If you are confused by the “Likes” system, you’re not alone!
65 Publishing Unique Content on FacebookFig. 73: Like, Comment, ShareRegardless of whether your fans interact directly with your contentor not, your Wall posts will be posted to their News Feed. Thisis the most powerful way Facebook drives traffic back to yourbusiness or website.Fig. 74: A new item from a Page I’ve Liked shows up in my News FeedThough it gets far less publicity as a source of traffic, for somesites, Facebook can be a bigger referrer than Twitter. This is allgenerated by Wall posts showing up in the News Feeds of yourfans, people Liking your website content and sharing it in theirfriends’ News Feeds, as well as by other big Pages linking to yourcontent.Below, you can see the top traffic sources for Psdtuts+. Facebookis just behind Google and RSS in this top 10 list of referrers.
66 Publishing Unique Content on FacebookThough the site has a Twitter account with nearly 40,000 followers,and half that number of Facebook fans (as of this writing), Twitter isnot even in the top 10 list of referrers. Why is this?Fig. 75: Top 10 traffic sources for Psdtuts+When people are using Twitter, they’re generally doing otherthings. You work on a task, glance at Twitter, then start on anothertask. Also, depending on how many people a user follows, tweetscan disappear very quickly from the stream if not read soon afterthey’re published. Contrast this with Facebook. When people useFacebook, they give it their full attention.Most importantly, unlike Twitter, people don’t use Facebookwhen they’re busy. People turn to Facebook in times of boredom,relaxation and procrastination. They’re looking for something tocatch their attention, which is why getting your content in front ofFacebook users is so important.Though we know we can publish a number of different contenttypes on our Facebook Page, and have already experimented witha few, this doesn’t help us to decide what we should publish onFacebook.
67 Publishing Unique Content on FacebookWhat you publish depends on what you want to achieve with yourFacebook Page. Do you want to: • Drive traffic back to your product or website? • Encourage specific actions (sales, sign-ups, subscriptions, hiring you)? • Deepen your relationship with your customers, clients, audience, or fans?Rather than focusing on one of these aims exclusively, you’re likelyto be working towards a percentage of each. For example, 50% ofresults being traffic, 30% of your results being sign-ups and 20%of results being more community engagement. This means youneed to choose the same proportion of content types that worktowards each of these aims. • To drive traffic, you must post content that links back to your website. • To encourage specific actions, you must post content that is a ‘call to action’ (specifically asking your fans to undertake the action you want.) • To deepen relationships, you need to ask your fans for their opinions and answers, and respond to their comments and feedback. You can also build loyalty by helping fans get to know your brand, product or website better.Let’s look at each of these three content paths in detail.
68 Publishing Unique Content on FacebookDriving TrafficThis is, arguably, the easiest type of content to produce because itmust always meet one key requirement: it must contain a link.Earlier in the book I showed you how to pipe an RSS feed into yourFacebook Page. If your website has an RSS feed, the auto-postedupdates give you a good foundation from which to drive traffic. Butyou can go further.For any update designed to drive traffic to your website, youwill usually need to use the ‘Link’ content type. However, URLsincluded in Status updates will also be converted into clickablelinks.In this example, I’ll post a link to my blog’s most popular post.Because it was published some time ago, it’s not going to beautomatically posted via RSS. I need to take matters into my ownhands!Fig. 76: Posting a linkPaste your link into the field and hit “Attach.” Facebook willautomatically pull an image thumbnail from the URL, as well assome text. If the widget chooses the wrong thumbnail, you’ll beable to scroll through several options, or select “No Thumbnail” ifthere are no suitable images on the page. You can also edit thetext preview Facebook automatically pulls from the URL by clickingit.
69 Publishing Unique Content on FacebookNote that you can add an additional comment to your link. This is agood idea, as it helps to add more personality to the update.Fig. 77: Customizing a linkWhen you’re happy with the customizations to your link, hit “Share.”Fig. 78: Published link to a past postIn less than a minute I’ve created a new pathway into my website,via Facebook.
70 Publishing Unique Content on FacebookThough the process for adding a link is simple, there are a numberof ways you can link back to your site: • Bloggers and website owners can link to great posts from the past, interesting user comments, or category pages. • Businesses can link to products, a company blog, testimonials, landing pages, and fun stuff created for branding. • Freelancers can link to their portfolio or post recent work, to service pages, or blog posts.Though what you link to is important, how you link back to yourwebsite or product is crucial. In the example above, I offered a littlebit of description of the link, but didn’t directly engage with myPage’s fans. Though commonly seen, this is not the best way tolink to your content. Instead, you should ask your fans to providean opinion on what you’ve linked to, or to add to it in some way. Aswe discussed above, every time a fan comments on your contentthe comment is posted on their wall, spreading the reach of thepost to their entire social network. In this way, you can drive trafficback to your website while also promoting your Facebook page.The majority of what you publish on Facebook should be designednot only to achieve your aims, but also to stimulate comments.Fig. 79: Asking for an opinion
71 Publishing Unique Content on FacebookFig. 80: Asking fans to expand on the contentThat being said, make sure to do so in a way that will not annoyyour fans. Being controversial or provocative might get you morecomments in the short-term, but it could damage your relationshipwith your fans. Instead, it’s best to engage with fans openly andhonestly, asking them to enhance what you’ve posted with theirtips, advice and reflections, or to share their own opinions.Whenever you post something to Facebook, ask yourself, how canI encourage my Page’s fans to discuss this further?
72 Publishing Unique Content on FacebookEncouraging ActionsWhen you were first setting up your Facebook Page, I asked you tothink about your goals. While creating a Page and amassing fansis fun and easy to measure, it’s not the end goal. After acquiringa fan, the next step is to encourage that fan to take action. We’vealready been through encouraging your fans to visit your site, butwhat about other beneficial actions they might take?In this section, we’ll discuss the different content types thatencourage fans to take a certain type of action.Following your brand on Twitter. A Facebook fan is an excellentcandidate to become a Twitter follower. To encourage your fansto follow you on Twitter, it’s important that they know you have aTwitter account. A Wall update specifically asking fans to follow onTwitter will help you gather a number of new followers.The same strategy can be used for any social media account.Let your fans know you’re active on that service, ask them tofollow you, and provide them with a link. This strategy is simple,transparent, and effective.Fig. 81: Encouraging fans to followPre-order a product. Facebook is a platform suited to briefupdates. Because of this, it’s perfect for revealing dribs and drabsof information about an upcoming launch. After you’ve posteda number of updates building anticipation about the product orevent, you can conduct a launch on Facebook.
73 Publishing Unique Content on FacebookUse discount codes and coupons. Many companies postdiscounts specifically for Facebook fans. This is a great way tomake your fans feel special while giving exposure to your productand encouraging sales.Hiring you or your company. To be hired more you need morepeople to know about your services, and their benefits. Becauseof this, you should occasionally post on your Wall about one of theservices you offer, and link to a page where people can contactyou about it. To convince your fans that you do quality work, it’sa good idea to share examples from your portfolio. These can belinks to articles, or screenshots of work.And of course, sharing testimonials from happy clients is excellentcontent for your Wall!Fig. 82: Sharing work can help you land clients through FacebookSigning up to your newsletter. Because you can’t embed HTMLin Wall posts, it’s not possible to post a newsletter sign-up formdirectly to your Wall. But you can add a sign-up form to your Pagewithin an iFrame (discussed in Chapter 4). You can also take thesimple route of posting a link to a page with a newsletter sign-uppage on your Wall. This will always convert better if you offer abonus for signing up, and let your fans know. These days, manynewsletters come with a bonus for all new subscribers.
74 Publishing Unique Content on FacebookFig. 83: A bonus offered with a newsletter from ChrisGuillebeau.comShare your content. Some of the actions you will want fans totake will occur directly on Facebook. Remember that when a fanshares your content, it appears on their personal profile to be seenby their entire friendship network. A “Shared” post has the samevisibility as a normal status update from that user, and appearsat the top of their profile rather than tucked away under “RecentActivity.” Sharing your content is the best possible way a fan cansupport your content on Facebook.Instead of waiting for users to share your content, why not askthem at the end of a high quality update? Here is a simple scriptyou can add to the bottom of an update every so often: If you liked this, please Share it using the link below!Attend events. If you’re active on a personal Facebook profile,you’d be familiar - perhaps too familiar - with Facebook Events. AFacebook Page also has the ability to create Events, and you canthen link to them from your Wall to get more RSVPs.
75 Publishing Unique Content on FacebookFig. 84: Sharing a promotional event.Sell your product. Your Wall is a great place to post shortupdates about new products. Despite the potential to generatesales directly via your Wall, any time someone shares or commentson your product post, it will be posted on their profile and spreadto their network of friends, helping your product sell through newchannels.Fig. 85: Selling a product on the Wall
76 Publishing Unique Content on FacebookDeepen RelationshipsYour goals with Facebook should not only be to get more Likesand more traffic. One of the first things people learn at BusinessSchool is that it costs much more time, energy, and often moneyto add a new customer than it does to retain an existing customer.Keeping your fans loyal and happy is just as important, if not moreimportant, than finding new fans. For this reason, it’s important touse your Facebook Page to build more loyalty among your existingfans, and to gain a better understanding of them.As I mentioned earlier, comments are one of the most useful waysfans can interact with your Facebook posts. Every time a fanleaves a comment it is shared on their profile and in their friends’News Feeds. While you’re building brand loyalty and interactingdirectly with your audience, you’re also creating pathways for newfans to find your Page. For this reason, content that encouragesdiscussion will be one of the best possible additions to yourFacebook Page.Ask Questions!If you want to encourage discussion, sometimes the simplest pathis best. Ask a question! You’ll see this kind of content on manyFacebook Pages. There are lost of different types of questions youcan ask. To ask a question or poll, use the ‘Question’ link under your Page’s‘Share’ options. If you like, you can convert your question into a poll by selecting ‘Add poll options.’
77 Publishing Unique Content on FacebookFig. 86: Using the ‘Question’ update typeFig. 87: Adding poll optionsFig. 88: A live poll
78 Publishing Unique Content on FacebookQuestions about your brand, product, or service. Though thesekinds of questions do stimulate discussion, they’re particularlyuseful for the insights they can give you about your audience.Here, you can see an example of a Page asking for feedback onhow fans consume the website’s content, and how this could beimproved.Fig. 89: Polling fansQuestions that are relevant to your audience. This operateson the basic social principle that people like to discuss the thingsthey have in common. If you ran a blog about graphic design,for example, you’d be safe in betting your Facebook fans areinterested in the topic. So why not post a general question ordiscussion point on graphic design?The same approach can be applied to any Facebook Page. Hereyou can see an example of an expert in making money with blogsasking fans whether they sell eBooks through their blogs.
79 Publishing Unique Content on FacebookFig. 90: Asking related questions Questions that are relevant to everyone. Facebook is, by its nature, a fun and informal platform. People are familiar with using it to chat with friends, organize their social calendar, and share bits of their everyday lives. Brands have been able to add a similar feel to their Facebook Pages by asking fun, informal questions that everyone can participate in. This can include questions like ‘What are you doing right now?’, ‘Do you prefer Coke or Pepsi?’, and‘What’s your favorite video game of all time?’If the tone of your Page is usually quite formal, you may need toset up your question a little bit, or the change in tone could be toojarring. Try something like: ‘Fun question today: What’s the mostbeautiful place you’ve ever visited?’ By making it clear that thisinformal question is a departure from your usual content style, fanswill be more accepting of the change in tone.If you’re still concerned about changing your tone too much,try saving these kinds of questions and discussions for theweekend. Fans may be much more receptive to a ‘Favorite movie?’discussion point on a lazy Sunday afternoon than they’d be on ahectic Monday morning!
80 Publishing Unique Content on FacebookFig. 91: Asking an informal questionControversial and breaking news. Nothing generates commentslike a controversial topic. That being said, taking sides can damagethe brand perception of those who disagree with you. You canharness the discussion power of controversy by reporting on theissue without taking sides. Instead, ask fans ‘What do you think?’Fig. 92: Breaking newsOne case where it might benefit you to take sides is when youraudience, by their nature, will agree with you. For example, if yourPage was for a political party or pressure group, presenting yourgroup’s stance on an issue is likely to be well received among fansof your Page.Alternately, you might make the decision to take sides, knowingthat your position will resonate with the majority of your audience.
81 Publishing Unique Content on FacebookEven if some people disagree, the benefits should still outweighthe negatives.Useful and valuable links and tips. One of the most popular usesfor Twitter is to share links, tips and quotes that your audiencewill find interesting. People love recommendations that are welltailored to them, and this kind of content does well on Facebook,too. However, where this kind of content is often the majority ofwhat’s shared on Twitter, it’s a good idea if this kind of content onlyfeatures occasionally on your Facebook Page. People usually ‘Like’your Page not solely because of what you post on your Wall, butbecause they Like your brand. For that reason, most of what youpublish should be about, or related to, your brand. It’s the reasonpeople Liked your Page in the first place!Treat it as a mini-blog. This type of content can be particularlyeffective if your Facebook Page is dedicated to a website or blog.On your Facebook Page, you could share extra ‘mini’ blog posts,almost like it’s a tumblelog.Post photos. At the time of this writing, Facebook Pages display aphoto bar of five photos across the top of your Page. To keep yourPage seeming fresh and dynamic, it’s important to occasionallyrefresh your photo bar with a new photo. Here are some ideas forphotos to post to your Page: • Photos of your products. • neak peeks at things you’re working on. S • Photos of you or your team. • Photos of customers and clients. • hotos from events you’ve held. P • Images of your branding, i.e. a logo.
82 Publishing Unique Content on FacebookEngage with video. Video can be a more intimate form ofcommunication than writing. By talking to your fans ‘face to face’through video, you can bring them closer to you.Video content on Facebook has another impressive benefit. If youupload video to Facebook, rather than linking over to YouTubeor another video hosting service, your video will display a ‘Like’button when viewed by someone who’s not yet a fan of your Page.If they click that Like button, they’ll become a fan. For this reason,it’s often best to host your video content on Facebook directly,unless a YouTube subscriber is as important to you as a Facebookfan.Fig. 90 shows this custom video Like button. Because the videois hosted on the Mari Smith Facebook Page, the button says ‘LikeMari Smith’. If I hosted a video on my own Facebook Page thebutton would say ‘Like Skelliewag’.Fig. 93: The Like button on a Facebook video
83 Publishing Unique Content on FacebookGeneral Tips forContentThere are two principles that will serve you well regardless of thetypes of content you want to publish. The first is that you shouldbe active in the comments on your own Facebook posts. One ofthe most helpful ways a fan can interact with your Facebook Pageis by commenting. To encourage comments, you need to set theexample. This includes answering direct questions, but you mighteven want to thank people for their comments, even if they’renot specifically looking for a response. Additionally, you can usecomments to add persuasive weight, or extra information, to yourposts.Fig. 94: A Page account responds to commentsThe second guiding principle for Facebook content is that moreis better. Because posts are naturally limited in length, and morecomments means that your Page will spread further on Facebook,it’s ideal to update your Page a number of times per day if possible.The next best thing is to update once a day, and the next bestthing after that is to update a few times a week. How much timeyou commit depends on how important Facebook is to yourbusiness, and how much you enjoy creating Facebook content.
84 Publishing Unique Content on FacebookThere’s one catch with the ‘more is better’ philosophy: what youpost needs to be unique content created specifically for Facebook.Upping the number of RSS feeds you pipe through your Pagewon’t have the same effect. People are very tuned in to separatingthe unique from the generic and the personal from the impersonal.Your Facebook content should, as much as possible, be hand-crafted by you or your team.Getting a Vanity URLFig. 95: Applying for a Vanity URLOnce you have at least 25 fans for your Page you’ll be ableto choose a shorter “vanity” URL for your Page in the form offacebook.com/<username>. To do so, go to http://www.facebook.com/username/. Select your Page, then carefully type the nameof the username you want. You can’t change usernames after youhave 100 fans, so be certain there are no typos, and that you’renot planning a name change in the future. When you’re ready,select ‘Check Availability’. You’ll be met with a number of warnings.Double-check you’re happy with your username, take a deepbreath, and hit ‘Confirm’.
85 Publishing Unique Content on FacebookFig. 96: Take a deep breath...Fig. 97: Success!
86 Publishing Unique Content on FacebookFig. 98: Looking good!There’s no need to worry about breaking old links, as Facebookwill automatically redirect your old URL to your new vanity URL.Looks much more professional, doesn’t it?
88 Turning Visitors Into FansTURNINGVISITORSINTO FANSIn Chapter 3: Publishing Unique Content on Facebook, I mentionedthat encouraging people to post comments on your updates helpsto spread the word about your Facebook Page. But once someonevisits your Page, there’s no guarantee they’ll ever click the Likebutton. If your Page is not immediately compelling, they’re morelikely to browse somewhere else!To get around this problem, many Pages have started to practicethe old marketing adage, that if you want people to do something,you need to tell them what to do. When a visitor comes to one ofthe following Pages, they’re met with a message asking them toLike it, located on a “Welcome Tab.”Fig. 99: Like our Page! (Redbull)
89 Turning Visitors Into FansAs you can see, this is very different to greeting first-time visitorswith the hubbub of your Page’s Wall, and much more likely toconvert visitors into long-term fans. In this section, I’ll show youhow to easily set up something similar for your own Page.Earlier in the book, I showed you how to add and remove Tabsfrom your Facebook Page, such as the Photos, Notes, andDiscussions tab. Aside from these pre-built tabs, it’s also possibleto add new, custom tabs to your Facebook Page. We’ll use thisfunctionality to create a landing page within your Facebook Page,specifically designed to encourage visitors to become fans. Witha custom tab, a unique graphic and a little bit of magic, you cancreate something like the following examples.Fig. 100: The welcome tab for Kotaku.com’s Facebook PageFig. 101: The welcome tab for The Book Depository’s Facebook Page
90 Turning Visitors Into FansFig. 102: The welcome tab for Backcountry’s Facebook PageThis system means that rather than potentially being distractedby the many updates and comments on your Wall, visitors areimmediately urged to Like your Page before going further.Before we start, be aware that adding a custom tab to yourFacebook Page requires that you have a basic knowledge of HTMLand CSS (or can work with someone who does) and have a serverwhere you can upload files.To create our custom tab, we’re going to use an iFrame. An iFrameis essentially a means to show one webpage within anotherwebpage. We’ll create our “Welcome” tab content, then use aniFrame to reveal it on our custom “Welcome” tab.Most of the websites showcased above have opted for the simpleroute of using an image to urge visitors to Like the Page. Thismeans the iFrame can contain very minimal code. The image youor your designer create should be 520px wide, as this is the widthof Facebook’s layout.
92 Turning Visitors Into Fans Next, you’ll need to choose a name for your app and accept the Facebook Terms. When you’re happy with your app’s name, hit“Create App.”Fig. 104: Adding your app’s essential informationAfter a security check by way of a Captcha, you’ll be met with adetailed set of options and information fields for your app. Thegood news is that you only need to worry about a few of these.Fig. 105: Entering Basic InformationFirst, add a description for your app. Up next, you have the optionto add an icon and a logo. The icon is what will be displayed inyour Page’s left-hand navigation, so make sure to add a customicon if possible, or the default “gears” icon will be displayed.Next, select “Facebook Integration” from the left-hand menu.
93 Turning Visitors Into Fans Fig. 106: Facebook IntegrationOn the Facebook Integration page, scroll down to “Page Tabs.”Fig. 107: Page Tabs The “Tab Name” is the word or phrase that will appear in the left-hand navigation of your Page, linking to your custom tab. It’s limited to 16 characters. In my case, I’m going to name it“Welcome!”For the “Page Tab Type,” select “iFrame.”In the “Tab URL” field, enter the URL of the HTML file on yourserver where you have added your “Welcome” info.In the “Secure Tab URL” field, add an https:// version of the sameURL if you have an SSL certificate for your server. If not, you canleave this blank (as a result, visitors to your Page using SSL will betaken to your Wall rather than your Welcome tab, but this is OK fornow).
94 Turning Visitors Into FansAnd you’re done! Hit “Save Changes.”On the next page, you’ll see a summary of your new app. In theright-hand menu, click “Application Profile Page.”Fig. 108: Visit your app’s profileFrom your application’s profile, hit “Add to My Page” at the bottomof the left-hand menu.Figure. 109: Add to My Page Select the Page you want to add your “Welcome” tab to and click“Add to Page.”Navigate to your Page and you should see your custom tab appearin the left-hand menu. We’re done!
95 Turning Visitors Into FansFig. 110: Your new app If your tab isn’t showing, click the “Edit Page” button and select“Apps” from the left-hand menu. Click “Edit Settings” for your app, and make sure it is set to “Added.” If your tab content isn’t showing up, double-check there are no mistakes in the URL. To do this, go to your app’s profile and hit the“Edit App” button in the top right-hand corner of your Page.From the “Edit App” page, click on “App Settings.” From there,select “Facebook Integration” from the left-hand menu, where youwill be able to double-check your URL. If it looks correct but youare still having display problems, copy and paste it into a browserto double check there are no problems with the HTML file.Fig. 111: App SettingsNow that your Welcome tab is ready for action, we need to set thistab so that it’s the default landing tab for your Facebook Page. Atthe moment, new visitors will still arrive at your Wall and can onlyaccess your Welcome tab by navigating to it in the sidebar.To change your Welcome tab to the default, click “Edit Page” andselect “Manage Permissions” from the left-hand menu.
96 Turning Visitors Into FansFig. 112: Selecting “Manage Permissions” From this view, look for the “Default Landing Tab” drop-down menu. If you haven’t changed this previously, it will be set to Wall. Open the drop-down menu and select your Welcome tab, then hit“Save changes.”Fig. 113: Set your Welcome tab as the Default Landing TabTo test that your Welcome tab works, log-out of Facebook andnavigate to your Page. You are viewing it as a new visitor wouldsee it. If everything is working correctly, visitors should be met withyour Welcome tab and have the option to Like your Page.
97 Turning Visitors Into FansFan-only ContentThis method is one of the more subtle ways to increase thenumber of people who Like your Page, but more can be donehere, particularly if you’re willing to invest some time and effort inenticing people to become fans. While many Pages ask visitors toLike them, others offer extra incentives like discount codes, bonuscontent, or sneak peeks at upcoming events or products, whichare visible to fans only. To access the content, visitors must Likethe Page. When done right, this can be a powerful way to convertvisitors to fans.Here are some examples of Pages offering exclusive fan-onlycontent through their call-to-action images.Fig. 114: Non-fan view of the 1-800flowers.com Facebook pageFig. 115: Fan view of the 1-800flowers.com Facebook Page
98 Turning Visitors Into FansFig. 116: Non-fan view of the Teesey Tees Facebook PageFig. 117: Fan view of the Teesey Tees Facebook PageLet’s look behind the scenes at one of the Facebook Pages Iadminister, Facebook.com/vectortuts. Vectortuts+ is a websiteoffering tutorials for Adobe Illustrator, and its Facebook Page givesfans access to an exclusive pre-release tutorial.Here, you can see the landing page non-fans are greeted withwhen they visit the Page.
99 Turning Visitors Into FansFig. 118: Non-fan view of the Vectortuts+ Facebook PageThe text in the image says: Click the Like Button to become a fan and get an exclusive pre-release Vector tutorial! Fans of Vectortuts+ on Facebook will get pre-release tutorials and regular sneak peeks at upcoming content. Join us as we discuss industry news and Vector tips and opinions, participate in activities and get to know our readers better!Upon clicking the Like button, you receive your Facebook-onlytutorial.
100 Turning Visitors Into FansFig. 119: Fan view of the Vectortuts+ Facebook PageThe coding aspects of adding a fan-only content tab have beencovered in this excellent tutorial by Bill Dailey on the HyperArtsblog. A basic knowledge of the PHP programming language isrequired for this implementation.The key elements you need to set up fan-only content are asfollows: • Text, or a call-to-action graphic, letting people know about your fan-only content and encouraging them to Like your Page • Then, a means to deliver the fan-only content. This might be an image containing a coupon code, a download link, or you might choose to display the content directly on the Page. • Code to hide the content from non-fans and show it to fans. Instructions for this are covered in Bill Dailey’s previously mentioned tutorial.
101 Turning Visitors Into FansNow you have an overview of the How of setting up fan-onlycontent, it’s time to think about the What. What kind of incentivewill be most effective for converting visitors to fans on yourFacebook Page? • Discount coupon. If you sell a product, a natural fit is to offer your fans a coupon that will apply a small but worthwhile discount when purchasing your product. • Exclusive content. If you run a website or blog and your fans are likely to be more interested in your content than anything else, you can provide an exclusive in-depth article to Facebook fans. • A free resource. For a long time, internet marketers have been using free reports and eBooks to entice people to sign up to their email lists. This strategy can also be effective for Facebook, and you can offer a free report or eBook to fans. • Access to a special event. The Levi’s clothing brand recently used a fan-only bonus tab to give their fans exclusive access to a live stream of a concert. If you have a big enough audience, you could hold a special event and make the address and time available only to Facebook fans. • Secret information. People love to hear news and information before everyone else. If your Facebook Page is dedicated to a product, brand or website that hasn’t launched yet, you can use fan-only content to give Facebook fans news and information before everyone else.If possible, I do recommend creating fan-only content for yourFacebook Page. A call-to-action image asking visitors to Like yourPage will go a long way, but raising the stakes by adding fan-onlycontent will help to convert people browsing your Page into fans.
102 Turning Visitors Into FansSetting Up Custom TabsThe strategies you used to create a Welcome tab can also be usedto create a number of custom tabs for your Facebook Page. In thisscreenshot, you can see six custom tabs Intel have created (http://facebook.com/Intel) for a number of different promotions they’rerunning.Fig. 120: Intel’s custom tabsNote that Intel actually has a whopping 20 tabs on its FacebookPage, but the left-hand menu cuts them off at eight. Be awarethat tabs only visible by clicking the ‘More’ link are likely to getsignificantly less exposure than your other tabs.To create a new custom tab, you’ll need to follow the process forsetting up a Facebook app and iFrame we explored in Chapter 4.Here are a number ideas for custom tabs you could set up for yourPage: • Deals and special offers. If you sell a product, advertise deals and special offers on this tab.
103 Turning Visitors Into Fans • Careers/Jobs. If your Facebook Page is dedicated to a company, why not create a custom tab for job openings? • Product pages. If you sell a product, why not make a custom tab that serves as a landing page for it? • Other ways to follow your brand. One option is to add a custom tab linking to other ways fans can keep track of your brand, such as Twitter or YouTube. • Services/Hire me. If you offer paid services, create a custom tab on your Facebook Page to sell them to fans. Each service you list can be linked to the appropriate page on your website, if necessary. • Event page. Use a custom tab to promote an upcoming event, or launch date. • Resources. You can create a custom tab to share relevant links and resources with fans. • Recommend products. Even if you don’t have products of your own you can use a custom tab to recommend products to your fans and, if you choose, make affiliate income from any sales. • Contact page. If you want people to be able to email you directly through your Facebook Page, use a custom tab to create a contact page. • Team pages. If your Facebook Page is for a band or other team undertaking, you can create a custom tab with more info on each member of your team.
105 Facebook MetricsFACEBOOKMETRICS “You can’t manage what you don’t measure.” - AnonymousAt this point, you may be regularly posting updates to yourFacebook Page, promoting it outside Facebook, and hoping tosee the results of your actions. Though it’s always easy to see howmany fans you have, you may also want to measure things likewhich posts have been your most popular, whether interactionswith your Page are increasing or decreasing, and the rate at whichyou are adding new fans. Fortunately, Facebook helps you tosee all these things (and more) with its analytics tool, FacebookInsights.To access Insights for your Page, click the “Edit Page” button atthe top right-hand corner of your Page. Then, select “Insights”from the menu on the left.Fig. 121: Accessing Insights
106 Facebook MetricsOn the Insights Page, you’ll see an overview with data on Usersand Interactions. On the left, you have the option to dig deeperand get more specific data. You can change the date range you’reviewing in the top-right corner of the Overview. For now, let’s gothrough the information on the Overview.On many of the following charts, mousing over the top-right cornerprovides buttons you can use to View Full Screen, Print, or SaveImage. As your charts become more complex, the ability to viewFull Screen may come in handy.Fig. 122: Users overviewThe Users view tells you the following data for the date rangeyou’ve entered: • New Likes. The figure on the left is the number of new fans who’ve been added to your Page. The percentage tells you whether this is an increase or decrease on the previous time period. You can see the previous date range by mousing over the percentage that’s shown. • Lifetime Likes. This figure tells you how many people have Liked your Page in its lifetime. • Monthly Active Users. The total number of people (fans and non-fans) who have viewed your Page or its posts in the time period you’ve entered. In many ways, these people are more valuable than fans. A fan does not help you much if
107 Facebook Metrics they don’t interact with your Page! On the right, you can see whether your number of Monthly Active Users increased or decreased on the previous period, which you can reveal by mousing over the percentage. In my case, I have some work to do to get my Monthly Active User count growing again.Below these three statistics you can see an “Active Users” linechart with three lines. Active users are people who have viewedyour Page or posts, or commented, shared or liked your posts. Theblue line shows the daily trend, the green line shows the weeklytrend, and the purple line shows the 30-day trend. You can seedaily figures by mousing over any of the lines, and toggle lines offand on by selecting or deselecting the checkbox associated witheach one.Fig. 123: Interactions overviewBelow the Users chart is the Interactions chart. It tells you anumber of things about how your Page is being used. • Post Views. The number of times people have viewed a story from your Page in their News Feed. This represents the total reach of your Page on Facebook. Non-fans are also included in this count, as when a friend Likes your Page, it is posted to the News Feed of all their friends. The percentage figure on the right shows you whether this is an increase or decrease on the previous time period (visible by mousing over the percentage shown).
108 Facebook Metrics • Post Feedback. Feedback is the total of every Like and Comment on your posts within the date range. If there is enough data, you will see a percentage to the right comparing how Feedback has increased or decreased in the date range, compared to the previous period. • Page Content Feedback. Shows a line chart of your daily Likes (blue line) and Comments (green line). You’ll find that the spikes correspond very closely to the days when you post new content. This chart is very useful, as it provides a quick and easy way to see whether the content you’re publishing is, firstly, high quality (number of Likes), and secondly, whether it encourages discussion (Comments). Both of these things are crucial to the growth of your Facebook Page. If your Facebook Page is quite new, like mine, you may not be able to see a clear trend yet, but this chart will become more useful the busier your Page gets. Below is a sneak peek at this chart from a Page I manage with more than 25,000 fans: http://facebook.com/psdtuts.Fig. 124: Interactions chart on a Page with 25,000+ LikesOn both the Users and Interactions chart you are able to digdeeper by clicking the “See Details” link. You can also access thisdata by selecting “Users” or “Interactions” in the left-hand menu.Let’s take a look at the “Users” detailed view.
109 Facebook MetricsUsers Detailed ViewThe Users detailed view starts with the overview chart we alreadyexamined on the general Overview, so let’s skip that and move onto the next one.Fig. 125: Daily Active Users BreakdownWe’ve already learned that your Page’s Monthly Active User’scount includes all the views of your Page and content, andinteractions with it. This line chart gives you a breakdown of all theactions this can include. • Unique Page Views. A unique view means that one view equals one person, rather than counting multiple views from the same person as separate views. If you have ten unique page views in a day, this means 10 different people have viewed your Page on that day. • Post Viewers. The number of people who have seen your posts on a given day. They may have seen a post on your Page, or in a friend’s News Feed. This explains why the number for Post Viewers can be higher than Unique Page Views, because not all views of your posts are taking place on your Page. • Liked a Post. The number of people who clicked Like on one of your posts (rather than people who Liked your Page). • Commented on a Post. The number of users who left a comment on your posts, either on your Page or elsewhere.
110 Facebook Metrics • Wall Posts. Number of Wall posts made by visitors to your Page.As with the overview charts, you can toggle individual lines on andoff by selecting and deselecting the corresponding checkbox. Youcan use this feature to more easily compare smaller subsets of thedata (i.e. Wall Posts vs. Page Views).Fig. 126: New LikesThis chart helps you to see both the Likes and Unlikes of your Pageyou are receiving each day. On the right-hand side of the chart youcan see where these Likes originate from. In my case, most peopleare clicking the Like button in the Like Box I have installed on myblog.To get a useful visual overview of the ‘Like’ growth of your Page,click the ‘Total’ tab.Fig. 127: Total Likes
111 Facebook MetricsThis chart shows you where your total number of Likes stood atthe end of each day, throughout the date range. This view is usefulto identify where your rate of growth in fans increased, or sloweddown.Fig. 128: Demographics of Skelliewag.org Page visitors, gender and ageThis bar chart is extremely valuable for your business, websiteor brand, as you may not have had access to any of this kind ofdemographic data before. While services like Google Analyticstrack country of origin very accurately, it can’t provide informationon gender and age - information that Facebook has easy accessto. In my case, you can see that the split between men and womenwho visit my Page is roughly even, with the median age of malevisitors being slightly younger than female visitors. Let’s comparethis with the demographic data from a different Page I manage fora web development blog, http://facebook.com/nettuts:Fig. 129: Demographics of Nettuts+ Page visitors, gender and age
112 Facebook MetricsThe Nettuts+ breakdown is very different! The audience is muchmore strongly male, and younger overall.Do pay attention to this data, as it’s information that companieswould have had to pay market researchers many thousands ofdollars to access in the past. Now it’s available for free, and it canhelp you tailor your Facebook Page, and your brand, to perfectly fityour audience.Fig. 130: Demographics: locationThis view shows you where your visitors are from, and thelanguage they browse the internet in. This data is once again fromhttp://facebook.com/nettuts. It tells us that while the majority ofvisitors are from the United States, the second highest number ofvisits come from India. Despite this, the highest concentration ofvisitors in one city is in Jakarta, Indonesia. Since Nettuts+ is anEnglish language blog, it’s no surprise that a majority of visitors arebrowsing in English.This data can help you to target your content based on location.For example, on the Nettuts+ Page, the admin could send out agreeting to Indian fans, or ask them their thoughts on the state ofweb development in India.
113 Facebook MetricsFig. 131: Page viewsLogged-in Page Views show you the number of times your Pagewas viewed by someone logged into Facebook, and includesmultiple views from the same person. Unique Page Views countsonly the first visit from a new person. It gives you the total numberof Facebook users who have viewed your Page.Tab Views counts the visits to your individual tabs. This isparticularly useful if you are running promotions on custom tabs,and want to see how they’re performing.Lastly, you can see a listof external sites linking toyour Facebook Page, andhow many visits they sent.In this date range I’ve donelittle promotion outside ofFacebook, so I have only acouple of visits from Twitter.Compare this with theExternal Referrers data fromPsdtuts+, which is a muchbigger blog than my own: Fig. 132: External Referrers for Psdtuts+
114 Facebook MetricsAs you can see, the site is very effectively sending traffic from itshome page and through Twitter, but significant amounts of trafficare also flowing in from third party websites. By publishing highquality content on your Facebook Page, you can work to create adiverse set of referrers to send you traffic.Fig. 133: Media ConsumptionThe Media Consumption Chart helps you to see which types ofMedia perform best on your Page. This is the chart for http://facebook.com/psdtuts. So far we’ve only posted Photos to ourPage, and the chart reflects that. Note that Video Views countsonly videos you’ve uploaded to your Page, rather than YouTubevideos you’ve linked to.While posting Audio to your Page is not a default feature, you cando so with the help of Apps, such as Music Player.Interactions DetailedViewWhile the Users detailed view focused on the visitors to yourPage, this view focuses on the content you publish to your Page.The Daily Story Feedback chart is the same as the Page ContentFeedback chart on the main overview, so we won’t go over it againhere. Beneath this, you’ll see a table showing your most recent
115 Facebook MetricsPosts, how many impressions they had, and how much feedbackthey’ve received.Fig. 134: Page PostsImpressions counts the total number of times the post has beenseen, both on your Page and in user News Feeds. Feedback is theratio of views of content vs. interactions with the content. So, ifyour post is viewed one-hundred times and one person commentson it, it has received one interaction. Therefore, its Feedbackpercentage is 1%.Fig. 135: Page Activity
116 Facebook MetricsThe Page Activity chart presents an eclectic mix of data, includingcontent you’ve posted, user generated content, and mentions ofyour Page. • Mentions. Users can Mention your Page in their status updates by typing the @ symbol followed by the name of your Page. • Discussion Posts. If you use the Discussion Board app on your Page, this tracks the number of new posts by users. • eviews. Like Audio embedding, this is not a default R Facebook feature, but can be added to your Page with the Reviews app. • Wall Posts. The daily number of posts visitors make on your Wall. • Videos. Number of videos uploaded to your wall by your fans.Using InsightsWhile it’s undeniably useful to have all this data at your fingertips,what should you be looking for when you begin to pore over yourInsights? • Determine the best days to post. If you need to have a day off posting updates to your Facebook Page, Insights can tell you when that day should be. On the Psdtuts+ Facebook Page, Insights tells me that traffic dips significantly on Sundays. This makes it the perfect day to take a break from posting. • Compare the performance of different content strategies. If you posted mainly links to interesting content
117 Facebook Metrics in December, then switched to posting questions in January, Insights would help you to see which of these different content strategies was more successful. • Determine your best Like sources. If you experiment with moving the Like Box on your website to a more prominent location, for example, you could use Insights to track how this affects the number of Likes you get from that source. • Tailor your content to your demographic. If your Page is frequented mainly by women under 25, you might consider tailoring your Page content to that audience. If your Page receives many visitors from the UK, you might choose to make an update welcoming your UK visitors to your Page. • Evaluate the performance of your external promotions. The External Referrers display can help you to see which sites are sending the most traffic to your Facebook Page. If you decided to do a big Facebook promotion on Twitter, you could use Insights to see the number of visitors Twitter ended up sending over.
119 Facebook AdvertisingFACEBOOKADVERTISINGWith a captive audience of millions, it’s no surprise that Facebookruns a highly successful advertising platform. In this chapter,you’ll learn how to boost your Facebook Page or business with aFacebook Advertising campaign. The two key advantages of theadvertising platform are: 1. The minimum budget of each ad campaign is small enough that it’s very cheap and easy to run an ad and test whether it’s working for you. 2. Facebook collects so much information about its users that you can target with remarkable specificity.As part of a comprehensive knowledge of Facebook marketing,you should aim to familiarize yourself with its advertising platform.In this chapter I’ll examine both Facebook advertising andSponsored Stories.Creating Your First AdFig. 136: Promote with an ad
120 Facebook AdvertisingYou can access Facebook’s advertising interface from the right-hand sidebar of your Page when logged in as an admin. Alternately,you can access the “Marketing” tab through the “Edit Page” view.If you’ve been using Facebook as your Page, you’ll be asked toswitch to your personal account before you can proceed further.Fig. 137: Design your adNext, it’s time to start designing your ad. The first field allows youto choose a Destination, which must be either an external URL ora Facebook Page. If you manage multiple Pages, choose the oneyou’d like to run your campaign for.
121 Facebook AdvertisingYou have two choices of the Type of promotion you’d like to run,Facebook Ads or Sponsored Stories. In this walkthrough we’llcover Facebook Ads, but Sponsored Stories are explored later inthis chapter.If you’ve chosen to advertise your Facebook Page rather than anexternal URL, the Destination Tab is the first page visitors willland on when they click on your ad.Ideally, you will have created a special landing page or Facebooktab tailored to people visiting through your ad, which suits youradvertising goals. If the purpose of your campaign is to get newFacebook fans, it should feature a call to action to Like your Page.If the ad is selling a product, the landing page should provideinformation about the product and a means to buy it. If you’readvertising your Facebook Page (as I am in this example), you maychoose to have the landing page be your Wall or Info tab.The Title tab can be the title of your Page, or an attention-grabbingheadline. It should directly relate to what you’re advertising. So,in an ad to build brand recognition for a business the title shouldusually be the name of a business. On an ad about a product orservice, the title should be the name of the product or service, or akey benefit (i.e. ‘Feel Younger’).Now for the hard part, your ad Body. Even veteran marketers stillfind copywriting tough, and you only have 135 characters to workwith. Fortunately, Facebook has revealed that the best performingads have three key things in common:
122 Facebook Advertising1. They Keep it SimpleThe best performing ads use clear, short, concise sentences andproper grammar. Instead of this: Web design - 1 page $999 - SEO optimized - call 4400 0123 or email firstname.lastname@example.orgTry this: Web design, starting from $999. Free SEO, super-fast turn around. Click to learn more!Facebook is a platform where people write short, clear (most of thetime) messages to each other. Your ad should be the same!2. They Call the Viewer to Action Let’s look at the above ad copy again. Notice that it ends with‘Click to learn more!’. This is a call to action. It suggests that the viewer take a specific action in response to the ad, and the viewer must decide to obey or ignore the suggestion. But why is this better than, say, the following ad copy? Web design, starting from $999. Free SEO, super-fast turn around.This ad copy isn’t terrible, but it’s much weaker for not having acall to action. It’s become purely informational. It’s not asking theviewer to do anything, or react in any way, and because of this, it’smuch easier to ignore, and that’s not what you want for your ad.
123 Facebook AdvertisingHere are some classic call to action phrases you can use in yourad copy:(Note: exclamation marks are an optional extra!) • Click to learn more. • See it now. • Don’t miss out. • Click here to... • Sign-up here. • Be the first to... • Join now.3. They Use an ImageBy default, the image for your ad will be your Page’s profile image,but this may not be the best choice for your ad if you’re promotingsomething other than your Facebook Page. In that case, it’s a goodidea to upload a more relevant image. The maximum image size is110px wide by 80px tall. • If you’re selling a product, a good choice of image is a picture of the product. • If you’re selling a service or raising brand awareness, your logo will work well as part of the ad. • And in general, a good choice of image is something that will appeal to your target market for the ad. If you’re advertising a consultancy business for people who want to start working and traveling, a picture of a beautiful, exotic vista is likely to catch their attention. Dog walker? Try a picture of a cute puppy!
124 Facebook AdvertisingTargeting Your AdOnce you’ve added a Title, Body and checked that you have anappropriate image, it’s time to start defining the target market foryour ad. Click ‘Continue’ on the ‘Design Your Ad’ page and let’sproceed to the next step.Fig. 138: TargetingThe array of targeting possibilities presented to you might seemoverwhelming at first, but only some of the features are likely to berelevant in defining your particular target market. You can target asbroadly or specifically as you want.Unless you have an enormous advertising budget to chew through,broad targeting is bad. You want your ad to have a very low ratioof views to clicks so you get more returns for your ad budget. Todo this, you need to show your ad only to people who are likely toclick on it. Targeting can help you do this.
125 Facebook AdvertisingLocationProbably the most commonly used method to target ads, locationis very important since what you’re advertising may be relevant insome locations but not others. You can target by country (up to 25),state/province, or city. • You’ll want to only target Countries that predominantly speak the language required to understand the ad, or what you’re advertising (for example, only Spanish-speaking countries if your ad, product or website is in Spanish). • You should only display ads in Countries where what you’re advertising is available for purchase. For example, if you don’t ship outside the United States, then target only the United States. • For a local business, ads should be targeted down to City level.Because I’m Australian and my blog is best known in Australia, I’vedecided to target only Australian traffic with this campaign.As you enter targeting parameters, you’ll notice the “EstimatedReach” box on the right-hand side of the targeting area. This willtell you the current specifications for your campaign, and howmany Facebook users it’s expected to reach based on the datayou’ve entered.DemographicsNext, you can specify age and gender targeting for your ad. Evenif you don’t target by gender, I strongly encourage you to considertweaking the age range for your ad based on what you know aboutyour business. If you don’t have any demographics information,remember that your Insights page may have much to tell you. Inmy case, my demographics information suggests that most of my
126 Facebook Advertisingblog’s fans are in their mid-20s or older, so I’m going to start myage targeting at 20 rather than 18. Since there are many 18 - 19year olds using Facebook, but Insights suggests they’re generallynot interested in my blog until they get older, I would rather savemy impressions for people more likely to click my ad. If I wantedto get very specific I could target the most common age range forfans of my blog (25 - 34), but some of my other targeting specificsalready narrow down my reach enough that this isn’t necessary.If relevant to your product, brand or website, you can also target bygender. But unless being a certain gender precludes a person fromusing or being interested in what you are advertising (for example,an online dating guide for women), it may be better to target byInterests.Let’s say you wanted to advertise a website where people buyand sell muscle cars. If you could target your ad only by gender,you’d probably assume you should target this ad to men. And thiswould work, as there are currently 6,540 Australian men who havelisted ‘Muscle Cars’ as an interest on their profile. But, there arealso 3,440 women who’ve done the same! By targeting your ad byInterest rather than gender, you can reach all of these people.Likes and InterestsOne of the most interesting features of Facebook’s ad targetingis the ability to specify the Likes (pages they have Liked) andInterests (things they have written under ‘Interests’ in their profile)for your target market. You can also enter job titles here, suchas “Web Developer,” to target people who have listed that as theirprofession. • For a tennis news site, you could target only people who say they are interested in tennis or have Liked the Facebook Page of “Roger Federer.”
127 Facebook Advertising • If you’re looking to hire a Software Engineer to work on a web app you’ve created, you could target people who’ve listed their profession as “Software Engineer.” • If you offer a landing page design service, you could target people who’ve listed “Internet Marketing” as an Interest. • In my case, Skelliewag.org is a blog about blogging, so I’m going to target only people who have listed “Blogging” as an Interest. If I also wanted to target people who blog but don’t list it as an interest, I could target people who are fans of blogging-related Facebook Pages, like the Facebook Page for WordPress, a popular blogging platform.Connections on FacebookThis section allows you to target based on the user’s relationshipwith your brand on Facebook. For example, under “Connections,”you can specify that you only want the ad to show to people whoare not already your fans on Facebook (useful if your campaignis to build brand awareness, or to get people to Like your Page),or to show your campaign only to people who are already yourfans (useful if you have a large fan-base and want to make them aspecial offer). Selecting “Advanced Connection Targeting” lets youtarget based on other Pages, Apps and Events you administer.In my case, because I’m advertising to increase the number ofLikes of my Page, I’m going to target people who are not alreadyfans of my Page. Lastly, you can choose to only show your ad to friend of people who Like your Page. When a user sees this ad, it will also say“Friend Name Likes This” beneath the ad. This can be powerful social proof for your brand and an excellent way to build brand awareness among peers. For example, if you ran a small comic book store with a reasonable number of Facebook fans, you could
128 Facebook Advertising target people in your city who are interested in “Comics” and“Graphic Novels” who are also friends of fans of your Page. You might find next time one of your fans is heading down to the store, a friend or two ask to tag along!Advanced TargetingThough the basic targeting options are enough to build a solid,well-targeted campaign, it’s worth looking at the more advancedoptions available to you. Click “Show Advanced Targeting Options”to expand the additional options.Fig. 139: Show Advanced Targeting OptionsFig. 140: Expanded Advanced Options
129 Facebook AdvertisingAdvanced DemographicsThese options are much more specific. From this panel you havethe ability to show ads to users only on their birthday, target bysexual orientation, relationship status, and Languages. If you’readvertising an English language product or website, it may be wiseto list “English” here. The same applies to any other language youare using for your brand.Education and WorkThis panel gives you the ability to target users by education leveland workplace. If you ran a tutoring business, you’d probablytarget users in school, for example.You can easily imagine companies using the Workplaces targetingfeature when searching for new employees. For example, a newsocial media startup might target employees of Facebook andTwitter.Campaigns, Pricing and SchedulingOnce you’ve finished narrowing down your target audience, it’stime to set a budget and schedule for your ad.While most of this page is admin, there are a few key elements.First, pay careful attention to your budget settings. If you set aDaily budget, you’ll be charged that amount for each day of thecampaign. If you select a lifetime budget, you’ll be charged thisamount over the entire life of your campaign.I suggest you run a number of small tests before committing to asignificant ad buy. Try three different sets of copy over three ads,and you might discover that Test #2 is 40% more effective thanthe others. Target people who are interested in ‘Stock Trading’ and
130 Facebook Advertisingyou might find the ad gets 50% more clicks than your ad targetingpeople interested in ‘Finance’. Lots of small, carefully measuredtests will get you closer to the perfect ad.Fig. 141: Campaigns, Pricing and SchedulingYour Campaign Schedule is also negotiable. If you’re targeting asmall number of people, try a longer campaign to ensure your adgets enough exposure. If you’re advertising a specific promotion,run your campaign for as long as the promotion lasts, rather thanspending all of your budget on the first or second day.Under Pricing, you might be confused to see that Facebook wouldlike you to go with their suggested “Bid” for your ad. But if this isn’tan auction, why are you bidding?
131 Facebook AdvertisingBecause there are often a number of ads competing for the samedemographic, Facebook determines which ads get shown bytaking into account three key factors: • Maximum Bid. Quality and Performance being equal (see below), one advertiser will win over another by entering a higher maximum bid. Here, you should enter the maximum you are willing to pay per click on your ad (CPC, or Cost Per Click), or per 1,000 impressions (CPM, or Cost Per Milli, which means cost per thousand impressions). • Quality. Facebook determines ad quality by taking into account the ratio of people who Like or click your ad, and the number of people who hide it by clicking X. • Performance. This translates to how much money Facebook earns from your ad payments per 1,000 impressions of your ad. If your ad is cost per click, this will be the total value of clicks over 1,000 impressions. Facebook calls this the eCPM of your ad. A high performing ad is very good for Facebook and, if you’ve correctly calculated the real value of a click or thousand impressions, very good for you.Once you’re happy with your campaign schedule, budget andmaximum bid, it’s time to review your ad.
132 Facebook AdvertisingFig. 142: Review AdSee a mistake? Make sure to “Edit Ad” before it goes live. Whenyou’re happy with it, click ‘Place Order’. You’ll be able to makepayment for the ad via credit card or PayPal.Though most of your interactionswith Facebook so far havehappened while using Facebookas your Page, monitoring theperformance of your ads requiresyou to be using Facebook with yourpersonal account. Navigate to yourHome screen and look for “Ads andPages” in the left-hand sidebar. Fig. 143: Ads and PagesThe Ad Manager gives you an overview of the performance of allthe ads you’re running. Once they’ve run long enough to gather
133 Facebook Advertisingdata you’ll be able to see impressions and clicks, as well as a CTR(Click through ratio) for your ad.After just under one day, my test ad has 654 impressions and 1click, a click through ratio of 0.153%. This isn’t bad comparedto many ad campaigns, but I should create another ad to see if Ican improve that figure by testing different ad copy and targetingparameters.One interesting column on the report is the “Social %” of the ad.This is the percentage of impressions where the user saw “Friendname Likes this” on your ad. If you want to see the raw numbers,click “Full Report” to see how many social impressions there werein total. So far there have been three social impressions in mytest. This figure can be useful to tell you if you’re targeting the rightpeople with your ad.If you’re unhappy with your ad and want to start again, click thead’s name in the report view. Once on the ad’s page, click “Edit”under “Run Status” and select “Deleted.” If you only want to putyour campaign on hold, select “Paused.”Fig. 144: Ad manager reportSponsored StoriesAs mentioned earlier in this chapter, Sponsored Stories are anotheroption for marketing on Facebook. Choosing to sponsor yourPage, or a story from your Page, shares it next to the News Feedof friends of fans of your Page. This advertising option ensures
134 Facebook Advertisingthat your Page will always be promoted in the company of somepowerful social proof.When creating an ad on Facebook, select “Sponsored Story”rather than “Facebook Ads” under “Type.” You’ll then have theoption to choose a “Like Story” or “Page Post” story. • Like Story - shows friends of a fan that the fan has Liked your Page. • Page Post - shows friends of fans a post from your Page.If you choose the Page Post option, your Page’s most recentupdate will be used.Once you’re happy with your Sponsored Story, set a budget andsubmit the ad. You’ll be taken to the Ad Manager page where youcan make last minute edits and see whether your ad has beenapproved yet. If you have a change of heart you can Delete thead by clicking “Edit” under “Pending review.” Here you’ll alsoget a preview of the metrics the Ad Manager will track for yourSponsored Story.Fig. 145: Sponsored Story Report • Imp. is the number of times your sponsored story has been loaded on a user’s Facebook profile. • Social % is the percentage of time a user saw that one of their friends Likes your Page or Post.
135 Facebook Advertising • Clicks is the number of times your Sponsored Story has been clicked. • CTR (%) is the percentage of overall impressions where someone reacted to your ad (a click, Like or RSVP to an event). • Actions is the number of times someone Liked your Page or Post or RSVPed to an event you are promoting. • AR (%), meaning Action Ratio, is the percentage of impressions where users ended up Liking your Page or Post or RSVPing. • Avg. CPC ($) is the average cost of every click. • Avg. CPM ($) is the average cost incurred by your campaign over 1,000 impressions. • Spent ($) is your total campaign spend so far.Just like with regular Facebook advertising, it’s a good idea torun small tests of the Sponsored Story format before launchinginto a full campaign. You could try running one small ”Like Story”campaign, one small “Like Post” campaign, and comparing theresults. While some brands do extremely well with Facebookadvertising, others don’t fare so well. But you have nothing to loseif your tests are small and their performance is monitored closely.
136 ConclusionCONCLUSIONBy now, you should have a Facebook Page showing its first signsof activity and engagement. You should be slowly adding new fans,getting Likes on some of your Wall posts, and see discussionsblossoming between you and your users. Even if you only havea handful of fans, or a few dozen, stick with it! Your Facebookcommunity grows exponentially. 10% of 100 is not a whole lot, but10% of 10,000 is huge. A steady growth rate of 10% - 20% permonth will add up very quickly.Now that you’ve learned all this book has to offer, there are somethings you can do to make sure your Facebook strategies keepgetting better. The most important of these is to engage with theFacebook Pages system as a user. Like Pages of your favorite TVshows, sports teams, brands, and public figure. In particular, Likethe Pages of your competitors so you can see how they’re usingFacebook. As a user, what kinds of updates do you enjoy themost? What don’t you like? Every Page you follow has the potentialto teach valuable lessons you can apply to your own FacebookPage.Facebook is constantly making changes to its Pages platform, andit’s important for you to stay up to date. Often, Facebook will giveadvance notice of upcoming changes and give you time to preparefor them. To track Facebook news and get high quality tips, thereare a few excellent blogs you can track: • Social Media Examiner - though this blog covers all kinds of social media news, its Facebook coverage is unsurpassed. With a team including some of the world’s leading Facebook marketers, it’s a Facebook resource I recommend above all others.
137 Conclusion • Mari Smith’s blog - Mari Smith is a Facebook expert and publishes in-depth Facebook marketing advice on her blog. • All Facebook - much more strongly focused on news than advice, All Facebook is a good place to track upcoming changes to the (ever-changing) Pages platform.I wish you the best of luck with your Facebook Page!Skellie
138 About The AuthorABOUT THEAUTHORSkellie directs strategy for a group of Facebook Pages withover 100,000 fans. The blog network she manages, Tuts+, isviewed more than twenty million times a month. A veteranblogger, she has written for top blogs like Zen Habits andProBlogger, and has over 10 years experience in webpublishing.